A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior

Yuhei Inoue, Aubrey Kent

Research output: Contribution to journalArticlepeer-review

33 Scopus citations

Abstract

This theoretical paper develops a conceptual framework that explains how companies can influence consumer behavior in terms of both social and business benefits through their corporate social marketing (CSM) initiatives. Drawing from the source credibility literature, the article asserts that the effectiveness of CSM depends largely on the corporate credibility of a company in supporting a social cause ("CSM credibility"). Based on this assertion, the framework identifies ten different antecedents of CSM credibility, which are organized into (1) attributes of the company, (2) attributes of the CSM initiative, and (3) attributes of the cause. Furthermore, this framework shows that CSM credibility affects the two examined consequences, intended prosocial behavior and consumer loyalty. Several research and managerial implications are developed based on the propositions specified in the framework.

Original languageEnglish (US)
Pages (from-to)621-633
Number of pages13
JournalJournal of Business Ethics
Volume121
Issue number4
DOIs
StatePublished - Jun 2014

Bibliographical note

Copyright:
Copyright 2014 Elsevier B.V., All rights reserved.

Keywords

  • Corporate credibility
  • Corporate social marketing
  • Corporate social responsibility
  • Customer loyalty
  • Prosocial behavior
  • Value congruence

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